Luxury travel retailer has made two senior hires as part of its growth strategy to hit 拢100m turnover by 2027/28.
The tech-enabled business was launched in 2020 by James Cole and employs a team of 58 in the UK and another eight in the US.
Following a period of record growth, Alex Langton has been appointed head of sales and operations while Rhianna Latham is the company鈥檚 first head of people and culture.
Cole said: 鈥淚t鈥檚 a significant step for us to have appointed two people of the calibre of Alex and Rhianna.聽Alex comes from the travel industry while Rhianna is from the utilities sector. Neither have a cruise background, which gives us a different perspective.
鈥淭hey鈥檝e gelled in really well with the management team and I鈥檓 very excited about the future.鈥�
Latham has previously worked as聽HR business partner at Leep Utilities and Cole said her appointment was a sign of the company鈥檚 ambition.
鈥淣ormally you need to be between 100-200 people before you have a head of culture but our number one focus is our people and colleagues and we wanted to make an early investment in them,鈥澛爃e said.
Langton has previously worked at ITC Travel and Audley Travel and Cole said part of his role would be ensuring customers continue to have the best experience possible.
鈥淲e pride ourselves on the personalised service that we offer,鈥� said Cole. 鈥淎ll our customers get introduced to their own cruise聽connoisseur on their first point of contact until they come back from their cruise. Alex is responsible for that customer journey.
鈥淥ur strapline is 鈥榥othing is too much trouble鈥� and we live by that value.聽We鈥檝e also recruited a number of new apprentices and聽cruise聽connoisseurs as we strive to become the world鈥檚 largest seller of luxury and ultra luxury cruises by 2030.鈥�
In the last financial year Lancashire-basedPanache Cruises grew turnover to 拢22.2m 鈥� up 68 per cent from the previous 12 months 鈥� and booked 2,623 cruises.
Panache Cruises opened a US office in Orlando in June 2024.